Those of you that know me personally, know that I enjoy professional wrestling. I have liked it since I was a kid and I still do. “Isn’t that stuff all fake?” Noted. So is every movie that has ever made you cry. I am also, as you know, very into social media. There is one thing I have been taught in my life over and over and that is if you want to be good at something, pay attention to someone else who is already good at it. Enter Christopher Penn. I met him at Social Fresh East and had the privilege of hearing him speak. He is an inbound marketing expert with a specialty in email marketing and a true to life ninja. He is also amazingly humble which is one of the many reasons I follow him. He is not a wrestler, I’m getting to that part. He does however play the World of Warcraft. In his blogs he has the uncanny ability to relate many things from his love of WoW back to marketing. In a recent post he encouraged his readers to blog about something others aren’t. So I decided to give his style a try.

Now, before I get into the nuts of this post, please indulge me and take 5 minutes to watch this video. See if you notice any kind of interesting patterns.

Did you notice anything? A lot of chants of “YES!”, weren’t there? They went on all night regardless of who was in the ring, they broke out in Spanish (“Si, Si, Si!”), and would you like to know the most interesting part of the whole thing? The wrestler whose mantra that is did not appear on the telecast. The wrestler those chants were for is Daniel Bryan. His character is a “heel” or a bad guy in wrestling speak. He is supposed to get booed. He had started chanting “YES!” on his own during his entrance a few months previously as a way to irk the crowd. This is not a one time occurrence. This has happened at every show for weeks now. They had to make a YES! t-shirt so fast, you can only pre-order it right now. How did this happen then? More importantly, how can you get people to chant “YES!” for your brand?